| | Media Buyer & Planner Today | | |
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| | | | | #1 Blocked Ads Continue Running on Breitbart | | Despite hundreds of companies taking steps to prevent their ads from running on the web site of alt-right Breitbart News, many of those companies ads are still running, The New York Times reports. While Nordstrom made moves to prevent its ads from running on the site several months ago, its ads have still been appearing on the site. BMW North America is another major advertiser whose ads have been appearing, despite moves to stop them from being placed programmatically. The reason being that digital ads bought via automated exchange processes are often placed on sites based on the characteristics of the consumers viewing those sites, not based on the sites themselves. And as long as the ads keep appearing, the advertisers will be billed. If a brand doesnt want to be associated with a particular publisher for whatever reason, its kind of crazy that they request for it to be blacklisted and still spend money on it, says Andrew Casale, chief creative officer of Index Exchange. This is all evidence of gaps in our supply chain, which are becoming visible to the mainstream. | | WHY THIS MATTERS: This flaw in the system is not good for brands who say they are encountering negative comments on social about their companies from consumers. Justin Oliver, who oversees digital marketing for transcription service Scribie, says people on social meeting are writing, Youre on a white-pride site and its the worst thing you can see when youre a marketing manager. | | A Take: NYT | | | | #2 R/GA Grows Consulting Business | | The IPG-owned creative agency is battling back against large management consultancies like Deloitte and Accenture who are moving into the traditional ad agency business, Digiday reports. R/GA has begun acting like a business consultant for companies like Walmart, ESPN and Siemans to help them better target consumers. Our mission is to disrupt conventional consulting, says Andrew Lam-Po-Tang, executive director of business transformation for R/GA. Most of our clients are CEOs and other C-level executives outside of marketing. Lam-P0-Tang joined the agency in 2015 after 10 years at The Boston Consulting Group. R/GAs consulting practice charges for its service by the business outcome as opposed to the traditional pricing model that bills by the hour. | | WHY THIS MATTERS: Traditional ad agencies need to protect their turf or the newcomers from other fields will come in and eat their lunch. R/GA is not the only agency that is taking these kinds of steps. Last November, Publicis combined SapientNitro, which has consulting capabilities, with media agency Razorfish. And digital agency 360i also has a consulting division. | | A Take: Digiday | | | | #3 Phone Call Data Can Boost Mobile Display Ad ROI | | About one in five ad dollars went to display banner ads in 2016 totaling $32.1 billion. That's more than the $29.2 billion spent on digital search. But while digital display ad spending is growing, perceived return on investment is low. Response rate is deemed to be poor, while cost per customer acquisition is high. But a new study by analytics firm Dialog Tech shows marketers how to connect the dots among digital display ads, phone call conversations and marketing ROI, Adweek reports. The study finds that the secret weapon for boosting digital mobile display ad ROI is collecting and using data from the 40.6 billion calls to U.S. businesses that were made from mobile display ads in 2016. | | WHY THIS MATTERS: With so much ad spending on digital display, marketers need to find ways to improve ROI and taking a deep dive into mobile phone call data associated with digital ads can help. Gathering call data and using it in ad targeting of consumers known to interact with a particular business via their mobile phone can go a long way toward improving ROI. | | A Take: Adweek |
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| | 61 | | Percentage of U.S. internet users who say they trust advertising, according to a survey by YouGov. Thats more than the 50% who said the same three years ago. Not only do they trust advertising, but 72% say they believe the ads they encounter are honest, up from 56% in 2014. | Reported by eMarketer
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| | CBS Wins Easily | by Michael Malone
CBS won the Sunday ratings contest with a 2.1 rating in adults 18-49, per Nielsens overnights, and an 8 share. The start of prime was delayed 34 minutes due to NCAA basketball, which scored a 5.3, then 60 Minutes did a 2.7, up 59% from last weeks score. NCIS: Los Angeles grew 45% to 1.5 and Madam Secretary climbed 38% to 1.1. Elementary grew 33% to a 0.8.
Next was NBC at 1.1/4. After a Little Big Shots repeat, a fresh Little Big Shots grew 13% week over week to a 1.7. Chicago Justice did a flat 1.0 while Shades of Blue was a flat 0.8.
Fox had a 0.8/3. Bobs Burgers showed a flat 0.8 and a second one a 0.9. Making History was a flat 0.7 and Family Guy a level 1.1. Last Man on Earth grew 13% to 0.9.
ABC had a 0.7/2. It started with an Americas Funniest Home Videos repeat before Once Upon a Time grew 13% to 0.9. Time After Time did a flat 0.4 and American Crime a 0.3, down a tenth of a point.
Among Spanish-language channels, Univision had a 0.5/2 on the night, while Telemundo had a 0.3/1. |
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| KEVIN DREW DAVIS has joined WPP's Blast Radius as chief creative officer. He was previously chief creative officer at DDB San Francisco. At Blast Radius, he will lead creative across the agency's Toronto and Vancouver offices, and also in the U.S. at its Chicago office. Prior to DDB, Davis was executive VP and executive creative director at DigitasLBi, for both its San Francisco and Chicago offices.
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| | Director of Engineering | WBNS 10TV Columbus, NA, United States
| | | | Local Sales Manager | NPG of Missouri, LLC COLUMBIA, MO, United States
| | | | Regional Sales Northwest | RF Specialties of Washington Seatt;e, WA, United States
| | | | Managing Editor | | RNN-TV, Fios1 News RyeBrook, NY, United States | | | | more jobs |
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